General information

Sector: Tourism

Media: Radio, digital, TV

Time period: 2022

Case description

The Italian cruise line Costa Crociere has a long history of luxury travels dating back to year 1854. Following a standstill in operations in 2020 and 2021 due to the pandemic, Costa was restarting full operations in 2022, including with new cruise ships sailing in the Mediterranean, the Caribbean and more. To relaunch the cruise tourism, Costa decided to rebrand with a new logo. A campaign across radio, TV and digital was created. On the radio side, the campaign included radio spots, sponsorship and brand integration where a radio programme on RAI Radio2 was hosted on one of Costa’s cruise ships.

The radio programme was aired during a special event related to the 72nd edition of the Sanremo Music Festival. The Sanremo Festival is Italy’s most popular song contest and award ceremony, held annually in the city of Sanremo, Liguria. It is the longest-running annual TV music competition in the world and worked as an inspiration for the popular Eurovision Song Contest.

Costa Crociere played a leading role in the Sanremo Festival with a special initiative: Costa Toscana, the company’s new green ship, became an integral part of the show. The ship’s theatres hosted artists and performances, as well as hosting Rai2’s programme “Tre per due” with Gemelli Di Guidonia, an Italian band.

Creative minds and campaign executors

The format was realised within RAI’s sales house by the Brand Integration team.